Moyne Shire Caravan Parks
Website Strategy, Design & Implementation
About The Client
The Moyne Shire is located in the south west region of Victoria. The Shire consists of many townships, but it’s most known for the coastal town of Port Fairy.
The Shire Council owns 6 caravan parks and a lodge that are spread out across the region. These parks include:
- Gardens Caravan Park
- Southcombe Caravan Park
- Southcombe Lodge
- Yambuk Lake Caravan Park
- Koroit Tower Hill Caravan Park
- Killarney Caravan Park; and
- Mortlake Caravan Park
The parks range in size and facilities. However, each park is located in a premium location, either close to the Port Fairy township or to local beaches and other tourist attractions.
The Moyne region is a popular travel destination for a variety of travellers partly due to its strong events calendar and also its idyllic location.
The Client’s Problem
The Moyne Shire recognised that the caravan parks had been operating at the same business level for many years. The Shire identified that the parks needed to modernised to meet the requirements of travellers to the region.
In particular, the Council acknowledged that the online business and marketing tools were drastically outdated and required investment to make the parks profitable.
Each of the parks was promoted through one website, with individual park tabs. This website was dated, non-interactive and did not feature specific branding/logos of each caravan park.
The functionality of the website was limited and options such as customer feedback, instalment of videos, links to social media and online bookings were not available; all resulting in a detrimental impact on professionalism and sales conversion for the parks.
The Propeld Solution
In conjunction with the branding project, Propeld went about outlining a website strategy that would see each of the 7 caravan parks, the lodge and the overarching umbrella brand (Port Fairy Caravan Parks), get their own dedicated website.
The websites showcased professional photography of the parks and also incorporated promotional videos and vignettes that Propeld produced. Adding these elements to the sites made them more engaging and exposed the parks to new audiences.
Propeld worked with the caretakers of the larger parks to ensure that their online booking system was integrated so that they could take reservations and payments online. For each of the smaller parks, Propeld created custom enquiry forms that allowed users to get in touch with the parks easily.
High importance was also placed on the ability to track and measure the success of the websites. Propeld installed tracking software on the websites and online bookings system and created a monthly report that showed the Shire management how each of the parks performed. Data included in these reports consisted of:
- Visitations
- Behaviour (e.g. time per sessions, bounce rate, pages per sessions)
- Conversions tracking (eCommerce and form submissions)
- Search engine performance
- Device usage (e.g. desktop or mobile traffic)
Email subscribers in first 6-months
Website conversions tracked over the last 4-months
Average search position for "Port Fairy Caravan Park" over 6-months
%
Visitors From Mobile Devices
